The Nine Best Storylines for Marketing
9 types of stories people most like to talk about, and pass along.
Guy Kawasaki summarizes the 9 storylines people most like to talk about from Lois Kelly' s book Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. To get people interested in what you are doing, and to get them to talk about it and pass it along, frame your message in a way that resonates with one of the following themes:
- Aspirations and beliefs. These stories reveal the person or soul behind the organization, company or product
- David vs. Goliath. We like to see the little guy win and make the world a better place
- Avalanche about to roll. We like to hear about things before others, especially when there's an element of impending danger involved, and we like to get credit for knowing things before others by passing them along
- Contrarian/counterintuitive/challenging assumptions. Contrarian perspectives grab attention and are compelling because they defy conventional wisdom. Counterintuitive ideas go against what we intuitively believe, surprise us, make us think, and make us want to surprise others and make them think. Challenging widely-held assumptions by proving something else is in fact true stimulates discussion and debate, and increases your credibility.
- Anxieties. Anxiety stories play on uncertainty. Be careful though, because people are becoming increasingly skeptical, and dont like having their fears taken advantage of.
- Personalities and personal stories. Personal stories reveal personalities, values and life lessons, and the points of these stories are remembered and passed along.
- How-to stories and advice. people love to share tips, tricks and practical advice, especially when they are original, or provide a new twist on something
- Glitz and glam. Finding a way to tie something to glamour or celebrity capitalizes on people's fascination with fame, fortune, and celebrity.
- Seasonal/event-related. Tying your story to something timely makes it feel current and relevant